One of the most controversial but powerful insights in The True Believer is this: mass movements don’t form around shared dreams alone. They form around shared enemies.

“You can build a movement without belief in God—but never without belief in a devil.” —Eric Hoffer

Russell realized this was true not just in religion or politics—but in business. From Funnel Hackers vs. traditional websites to bootstrappers vs. venture capitalists, movements need contrast.​

Early in the ClickFunnels journey, Russell picked common enemies on purpose:

Each time, the goal was to unite people not just around what they loved—but around what they refused to tolerate.

But there’s a darker side to all this. Movements require leadership—but leadership demands humility. Russell shares the hard truth from his own early business collapse:

“I started drinking my own Kool-Aid. And then the whole thing fell apart.”

Fame, followers, and platform power can easily corrupt. That’s why Expert Secrets isn’t just about gaining influence—it’s about earning it responsibly.

“You can humble yourself… or He will humble you.” —Russell Brunson

While DotCom Secrets teaches funnels, and Traffic Secrets teaches exposure, Expert Secrets teaches transformation. It’s the book that helps everyday entrepreneurs step into leadership—not by pretending to be experts, but by committing to a mission worth following.

Russell describes this process as a “call to contribution.” Most people who become leaders aren’t chasing fame—they’re trying to serve others who are just a few steps behind them.

“True experts don’t just teach. They build movements.”

The best leaders aren’t experts in algorithms. They’re experts in people. And if you want long-term business success, it’s not enough to sell a product—you need to spark belief.

When you do it right, the impact ripples outward.

You change your business.

You change your customers.

And you change yourself.